Minnesota Public Relations Blog

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Wednesday, November 21, 2012

As a student about to graduate college with a strategic
communications degree I often wonder to what extent my increasingly expensive
education has prepared me for a career in public relations. In today’s
digitally focused public relations industry did my schooling really teach me
what I need to know?

These questions are not only being asked by many students in
journalism and communications schools, but by foundations that fund these schools
as well. A recent letter to journalism and communication schools from the
Knight Foundation warns that, “schools that favor the status quo,
and thus fall behind in the digital transition, risk becoming irrelevant to
both private funders and, more importantly, the students they seek to serve.”

While I have a general outlook that all knowledge, no matter
what the topic, is beneficial in some way I cannot help but think that I may
have missed out on learning some skills needed to compete in the real world
digital marketplace.

I think back to the seemingly endless classes based around
the history and principles of public relations and cant help but wonder,
“Should I have been working on my online presence and learning practical skills
instead?”

While I understand that the basics and foundation of public
relations may be important to learn, will knowledge of these topics make me become
a better professional especially as the foundation of public relations is changing?

Colleges are supposed to prepare their students for the job
market, giving them the skills needed to succeed. However, it seems that many
schools are finding it difficult to adapt to this new digital world and are
unsure of how to correctly teach such skills.

Many people will say that students learn these practical
skills through internships. However, with the price of college on the rise what
about those who cannot afford a summer internship? Where and when will they
learn the practical skills needed to succeed?

I believe that this is an exciting time to be involved in
the communications industrybut I also believe it is time to bring journalism and communication
schools into the 21st century.